1870 Broadway is a West Elm flagship store for the Upper West Side residents of New York The brand targets young, design-conscious consumers looking to furnish or accessorize their apartments, lofts or first homes with quality products at accessible price points. West Elm product categories include furniture, decorative accessories, tabletop items and an extensive textile collection.
The concept is a “found space” of idiosyncratic spaces and exposed architectural details. Part loft, part warehouse- the high ceiling/open plan concept conveys a relaxed urban lifestyle that allows for flexibility in display areas and product category locations.
The storefront identifies the brand with industrial-sized doors of horizontal teak slats and large expanses of clear glass. Once inside, an open gallery of over-scaled stacked shadowbox displays leads the customer up the escalator to the upper level store. On the main retail level, large scale wall units framed with heavy timber and detailed with oxidized steel boltheads demarcate distinct yet contiguous areas with a meandering traffic flow. In addition, strategically located raised platforms define “Apartments” where complete lifestyle displays are exhibited. White and basswood wall units, designed specifically for the lighting, bedding, bath, rug, and window treatment product categories are located within a design center, for easy viewing of full product lines.
Central within the store and adjacent to the design center is the “knuckle”, a transitional room of backlit industrial glass and oxidized steel walls for a dramatic wall display of chairs and tables.
Reinforcing the notion of a found space, pendant linear fixtures float below the dark-painted existing ceiling, creating a new ceiling plane of focused light. Individual projector lights create an element of drama in the subtly muted space by throwing spotlights on displays. A warm palette of natural materials makes the vast space feel personal and inviting: distressed wood floors, natural cleft slate floors, oxidized steel handrails and fixture accents. An overscale teak slat cashwrap backdrop echoes the entry doors and reinforces the trade dress elements that define the West Elm brand.